www.getwsodownload.

com

INSIDER'S CIRCLE

FROM: Dave Dee , GKIC

SUBJECT: Welcome to the Machine!

First off, allow me to bid you WELCOME and offer a hearty CONGRA TULATIO NS! You made the very wise
move to join us on the 8-week business building adventure we call:

"The Ultimate Marketing Machine"

Right now, it's time to clear your ca1endar for some serious results over the coming weeks and days. There's a lot
to do and here at GKIC we ' ve worked overtime to make sure you have every socket, wrench , and gasket you need
to engineer a machine that works for you 24/7 performing ALL the "heavy lifting" when it comes to those
mission critical activities of list building and conversion .

At the end of this 8 week journey , you'll not only have a complete list-building and lead-generation machine in
place, you'll also be ready to roll as THE primary Go-To-Person in your field ... with Authority , Credibility, and
Expertise (ACE) no other competitor will even come close to matching.

It'll be a lot of work.

But it won't be a messy, confusing process - not a chance. We' ve went the extra mile to make this as SIMPLE and
STEP-BY-STEP as humanly possible .. . as you can see when you go through your "Ultimate Marketing Machine
Resource Binder."

Inside this binder you '11 find all of the printed Action Guides , Transcripts, and audio CDs that will guide you
through the entire 8 weeks of training.

IMPORTANT: Make sure to go through this program IN ORDER - don ' t skip ahead AND don't skip over any
of the sessions. As you ' 11 see, every element in this system fits together and leads one into the other. The work
you do week l will pay off big time all the way through to the end.

That's it for now. Thanks again and welcome to the "Ultimate Marketing Machine" Program! Please make sure
to tell us here at GKIC all about the amazing results you're going to achieve over the coming weeks!

Dave Dee
GKIC

P .S. Along with the Binder, we're also providing something extremely valuable ...

Critique Certificates (3) Three Critique Certificates are included - as promised you will get feedback from our
superstar team of writers on any ONE item in your entire froduct launch campaign. Instructions on their use are
printed on the certificate. Please allow 30 days for your feedback.

800-871-0147 / www.gkic.com
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Call Transcr ipt

Module 1: Knowing Who to Sell to and

What to Sell Them
With Dave Dee

INSIDER'S CIRCLE

www.gkic.com
 www.getwsodownload.com

© 2014 Glazer-Kennedy Insider's Circle, LLC. All Rights Reserved .

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This Presentation ("Presentation") has been prepared No representation or warranty is given as to the
by or on behalf of Glazer-Kennedy Insider's Circle, LLC achievement or reasonableness of, and no reliance
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ULTIMATE MARKETING MACHINE

CONTENTS
The Ultimate Marketing Machine .. ...... ..... .... .... .. ... .... ........ .. ..... .... .. ... ...... .... ... .... .... .......... ...... .... .. .... .... ......... 4

Great Decision ........ ......... .............. ..... ...... .................... ........... ........ .. ......... .... ... .. .. ..... ...... ........... .. .. ........ .. 4

What You Get Each Week .... .... .... .. .. ..... ... ... ..... ...... ...... ....... ... .... ..... ..... ..... ........................ .... .... ... .. .. ...... .... 5

Setting Your Goal .... ............ ....... ..... ... ... .. .............. .. ............... ......... .... .. ..... ............ ..... .... .... ... ........... .. ..... 10

Overview of the Ultimate Marketing Machine ... .. ....... .. ....... .. ... .... ........ ................. ... ....................... ....... 11

Knowing Who to Sell to and Wh at to Sell Them ............ .......... .. ... .... .... .... .. ..... ............................. ... ... ... ....... 15

Who is Your Customer? ····· "' ········· ·· · .. ···· ··· .... ........ ..... ... .......... ..... ... .............. ... ... ..... .. .. .. ...... ..... ........ ...... . 16

Demographic Information ... ..... .... ..... ..... .. ............. .. .. ... .. .... ... .... .... ... ... .......... ....... ...... ....... ... ... ..... .... ... . 17

Psychographic Information .......... .... ...... ....... ... .. ..... ... ...... .. ............. .. ........................... ... ......... ... ... ...... 17

Emotional Information ............................... .. .... ........ .. .. .. .... .... .. ...... ..... .. .... ........ .. .. .. ... ..... ...... .. .... .. ...... . 17

Your Ideal Customer .. ... ... ... .... .. ... ..... .. ....... ...... .... .. ...... .. .. ....... ........ ...... ... ... .... ..................... ... ....... .. ... ..... 18

What is Their Key Problem? .. ... ... .......... ...................... .. ....... ..... .. ..... .................................. ....... ..... ... ... 19

Associated Challenges .... ...... .... ......... ................. .... ...... ... .... .. .... ..... .... .... .................. .. .. ..... .... ....... ........ 20

Identify the Ultimate Transformation .. .... .. ......... ........ .... .... ..... .. .. ... .. ... .. ... .... ....... ............. .... .... .... ....... 20

Creating Your Irresistible Offer ............ .. ....... ...... ..... ..... ... ............... .... ... ......... .... .......... ... ............... ... ... ... 24

Define Your Offer's Core Features .......... ..... ........ ... .. .. .... ....................... ...... ... .. .... ..... .. .. .... .... .... ... .... ... 26

State the Benefits for Each Featu re .. ..... .. .... ... ......... ... ... .. ....... ...... ......... ...... ...... ... ...... ............ ... ......... . 27

List the Bonuses and the Associated Benefits ..... .. .. .. .. ... .. .. .. ... .. ... .... .... ... .. .... ...... .... .... ...... .... .. ........... .. ... 29

Identify the Final Pri cing ...... ....... ............. ...... ... ....... ... ..... ... ..... ... .... ... ... .... .......... ....... ....... .. ... .... .. .. ....... ... 31

Identify What is Driving Urgency ... .... .. ... ........ ..... ......... .. .... .... .... ... .. .... ... ... ..... ... .... ... ... ..... .......... ...... ... .... 32

Define the Guarantee ... ..... ...... ... ...... ....... ..... .. .... ... .. .... .. .. ..... .. .... .... .... .. ... ...... .... ..... ..... ...... .. ...... ... .... ...... . 33

Tell Them Exa ctly What to Do - Call to Action .................. .............. ... ...... ..... ......... ...... ..... .......... .. .. ..... ... 34

Give Your Offe r a Hot Title .. .. ...... .. .... .... ... .... ... ...... ... .... ... .. .... ........................... ...... .... ...... .. ..... .... .. ........... 36

Next Session .. ... ....... ..... ......... ... ... .... ... ....... ... .. .... ... ... .. ........ ... .......................... ..... .. ....... .. ... ..... ........ ..... .... 37

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ULTIMATE MARKETING MACHINE

THE ULTIMATE MARKETING MACHINE

Welcome to session number one of the Ultimate Marketing Machine.

You have made an incredible decision to invest in this program and to go

through it. It is going to give you such great rewards as long as you make it all
the way through.

This is session number one, "Knowing Who to Sell to and What to Sell Them."
My name is Dave Dee. I1m going to be your host and your guide throughout the
entire eight-week program and lead you through every step that you need in
order to be successful with this program.

GREAT DECISION

Why was this such a great decision for you to make? Because this program is not
about giving you more information ... now information is very important but, as
Tony Robbins says, information is not power, knowledge is not power; action is
power and that's what this program is all about.

This program, The Ultimate Marketing Machine, is about giving you the tools
and the resources and the templates that you
need to take action, to implement, to get the stuff
The result will not
done, to get it in place in your business. only transform your
business but also
The result of all of this will be a transformation
your life.
not only for your business but quite frankly for
your life as well.

Because you're no longer going to have to worry about how to generate leads;
you're no longer going to have to worry about having a system - a funnel - in
place to take those prospects, take those leads and convert them into paying
customers, clients or patients.

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It's going to be in place for you and it can happen in just eight weeks - as long as
you follow along.

This program has been very, very carefully put together, engineered so to speak.
It's a step-by-step program that you're going to want to follow in the specific
order.

It is designed for speed, it is designed for simplicity, and it is designed for

execution - speed, simplicity and execution.

We are literally giving 1ou everything you need to put The Ultimate Marketing
Machine in place in your business.

WHAT You GET EACH WEEK

Let's talk about what you're going to receive every week. The first thing is
online access to a resource site. You're never going to have to wonder where the
materials are, how to download them or how to get to them, they're all going to
be in one place for you.

Each week you're going to get webinars, you're going to get audios - if you want
to listen to this again on your MP3 player - as
well as transcriptions from each one of the It is designed for
sessions. speed, simplicity and
execution.
Now why are we providing you with webcasts,
audios and transcriptions?

Because the fact is that people learn in different ways. There are different
modalities that people absorb information in. For example, I'm not one to really
sit and watch a webinar; I would rather listen to an audio and then even read a
transcript so I can highlight.

You want to use as many of these resources as possible and, by the way, in the
lead generation materials that you're going to be creating for your prospects,
we're going to be engaging all of their learning modalities as well.

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The next thing is you're going to get an action guide laying out what the key
steps are.

It's really important that you keep up and follow the steps as we give them to
you and actually do the work. What I strongly recommend that you do is you
block off time on your calendar. Literally block off time on your calendar not
only when you're going to go through these sessions but, in addition, when
you're going to take actiop.

You're going to probably need about an hour a week to go through each one of
the sessions and then about an hour to 90 minutes a week to actually implement
it, to fill in the templates that we're going to give you to get everything done.

Some weeks will be shorter, some weeks might be a little bit longer but block off
that time on your calendar now, block it off.

Make an appointment with yourself and the appointments that you make with
yourself, make them just as important as
appointments that you would make with
It's really important
someone else. that you follow the
steps as we give them
Because this is mission critical to your success.
to you and actually
Your first simple assignment is to block off time, do the work.
put it on your calendar now for when you're
going to listen, watch, go through the training and then block off another block
of time when you're actually going to take action and put these things into place.

In addition to the audios and the webinars and transcriptions and the action
guides, we're going to give you templates and tools for each one of the sessions.

In session number one, there aren't any templates or tools. As we go through

week two, week three, week four and so on, there will be templates and tools
associated with every lesson, you'll be able to download those and use those.

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Again, we made this as brain dead simple as possible. Now, that's not saying that
you don't have to work because obviously you need to do the work to make this
work. But we've made it as simple and as quick for you as we possibly could.

In addition to all of that, you're going to get printed versions of everything that
you need as well as the audio on a CD that will be mailed to you.

You're going to get exactly what you need to get massive results - to be able to
take massive action and g~t the results that you want and that you deserve.

What We'll Cover Each Week

Now, let me talk a little bit about what we're going to cover each and every
single week.

• In session number one, this session, we're going to go over your

customer and what to sell them. We're going to talk about what their
transformation is and what your offer is.

• In session number two, we're going to go over the core tools of your lead
generation machine including your business card, your post card, your
free standing insert and your landing page.

Guess what, you're going to get all of those templates as well in session
two.

• In session three, we're going to be talking about powerful sales copy and
we're going to be giving you two more tools you can use, including an
outline and template for what we're calling a micro sales letter.

By the way, if you don't know what all of this stuff is right now, don't
worry, don't panic. By the end of each session, you're going to know
specifically what each one of the tools is and how to use it.

• In session number four we're going to cover creating the ACE - your
authority, your celebrity and your expertise - with audio.

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Because audio is going to be one of your lead generation magnets, we're

going to show you exactly how to do that.

• In session number five we're going to talk about creating your ACE with
your own book and how to create your book fast.

Believe it or not, in session number five, you are actually going to write a
book. You'll have a book done in session number five.

Now, I know that seems almost impossible to you, it seems really almost
unrealistic but we've done it over and over again and we're going to take
you through the exact steps you need to take.

This is one of the most exciting and powerful sessions of them all.

• Session number six we're going to talk about killer follow up. How do you
follow up once you have generated a lead, when someone has raised
their hand and said, ''I'm interested in what you have to offer"?

This is a three-step plan. It's very simple and it works.

• In session number seven we're going to be talking about creating leads

with Facebook. I interview the top expert on using Facebook to generate
qualified leads for your business regardless of what your business is.

This is one of the best ways for you to generate traffic and generate
qualified leads.

• Then in session number eight we're going to talk about staying top of
mind. How you use newsletters and how you use other tools to stay in
touch with your prospects, stay in touch with your clients, your
customers and your patients.

Now, there are so many other cool tools you get as well.

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For example you get two Copy Critique certificates. This allows you to send in
any printed material that you want to the GKIC copywriters - who are some of
the best copywriters on the planet.

You can send in your materials for an in-depth copy review. This has an extreme
value to it. Make sure that you take advantage of it and use it.

Next up is a Shock-and-Awe Critique. You're going to be creating something

called a shock-and-awe box.

Again, if you're not quite sure what that is right now, don't worry; it's not
difficult. I'm going to take you through it every step of the way.

It's your key lead generation tool and what we're going to do is we're going to
be allowing you to send in your shock-and-awe
box to get our professional review of it.
I'm going to take you
through every step of
Then, on top of all of that, you're going to get the way.
what we call our mid-term checkup.

This is a 30-minute private call with a certified GKIC business growth advisor
and what they're going to do is they're going to go over your campaign
elements, your offer; they're going to be able to answer any concerns that you
have.

When you get the notification that it's time to setup your 30-minute private one-
on-one call - this is not a group call, this is a one-on-one call - make sure that
you take advantage of that.

In just a minute we're going to start building your Ultimate Marketing Machine
but before we do that I have an assignment for you.

I really, truly want you to do this because it'll have a major impact on what
you're doing here.

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S ETTIN G YOUR GOAL

I want you to set a goal of successfully completing this program.

I want you to look out eight weeks from right now and set that goal. I want you
to write 'I will successfully complete The Ultimate Marketing Machine by ... .' and
I want you to put in the date.

I will successfully complete The Ultimate Marketing Machine

by_ _ _ _ _ _ (date)

The next step is to write down all of the powerful reasons why you will follow
through and get this done. Write down all of the positive things that will happen
to you for completing this process.

Positive things that will happen to you for completing this process.

Then also put it on yourself, write down all of the negative things that will
happen if you don't complete this.

Negative things that will happen if you don't complete this.

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You want to use both pain and pleasure as motivating forces. Please don't
discount this little assignment that I'm giving you here.

You see it's your powerful reasons why, it's your reasons why that are going to
keep you motivated, that are going to keep you working, that are going to keep
you going through this program and actually getting it done and implemented in
your business.

I strongly suggest that, right after this first session, you set a goal, you write it
down somewhere you can see it and then you write down all the reasons why
you will successfully complete this program.

OVERVIEW OF THE ULTIMATE MARKETING MACHINE

All right, let's look at The Ultimate Marketing Machine now and this is an
overview of it.

There are two parts to The Ultimate Marketing Machine.

• The first part is The Ultimate Lead Generation Machine .

• The second piece of the puzzle is The Ultimate Conversion Machine .

You've got your Ultimate Marketing Machine which consists of your Ultimate
Lead Generation Machine and then your Ultimate Conversion Machine.

First on the list are business cards, post cards, free standing inserts and
Facebook ads. All of those are media that you're going to use to get people -
your ideal prospects - to raise their hand and say, "I want you to send me more
information."

Your call to action in each one of those - your business card, your post card,
your free standing insert, your Facebook ad - is all driving people to a very, very
special and simple website.

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It's really nothing more than a landing page. The landing page says, "Hey, here is
the information that I'm going to send you in the mail. All you need to do is give
me your contact information."

Unlike what a lot of the "internet marketing gurus" teach, we're not just going to
collect email addresses, we're going to collect their full contact information.

Remember the only people that are going to be coming to this special web page
are people who are specifically requesting that you send them information.

We don't want to just get their email address, we want to get all of their
information because that puts us in a position of power.

Why? Because it allows us to contact them in many different ways both online
and offline.
We want to get all of
Now, all of those people who fill out the form on their information
this special web page - and we're going to give because that puts us
you the templates for it - go into some type of in a position of
customer relationship management system. power.
Again, when we get to that part, I will talk about
different customer relationship management systems that you can use. So their
contact information is now stored.

After they click the button that says, "Hey, send me the information," they're
going to be sent to another webpage - we call it the "Hypnotic Thank You" page.

We'll explain to you what's on each one of these webpages when the time
comes.

They go to a Thank You page and then automatically their shock-and-awe box is
mailed to them. We're going to teach you how to set up the systems and
everything like that.

What I'm doing right now is just giving you an overview of the entire system.

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Your shock-and-awe box consists of seven different elements including:

• Newsletter

• Micro Sales Letter

• Checklist

• Free Report

• CD

• Book

• Business Card

We're going to go over each one of those in detail and exactly how to put it
together and give you the templates for doing so.

Now, let's say that they don't respond to the shock-and-awe box - meaning they
don't buy whatever your offer is ... and a little bit later on in this session we're
going to be talking about how you create your
offer.
We're going to go
Let's say they don't respond, remember you over each one of
have all of their information stored in your
those in detail and
exactly how to put it
customer relationship management system,
together and give
which will then allow us to send out a series of
you the templates for
both direct mail and email follow up messages. doing so.
We're going to teach you a three-step letter
follow up system, give you the templates to fill in the blanks and we're going to
give you three emails to send out.

We'll tell you how to automate it and share with you exactly the timing that they
should go out.

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Remember, just to review now, the first part of all of this is to generate a lead
and, to do that, you're going to use business cards, post cards, free standing
inserts and Facebook ads.

Now, by the way, there are other ways to generate leads but it's impossible for
us to go over everything. We wanted to get something in your hands that you
could take and use and start getting results from, you can always add to it.

The traffic that you're driving, you're sending to a landing page, a very simple
website to collect people's full contact information.

That's the lead generation piece of The Ultimate Marketing Machine, that's the
Ultimate Lead Generation system.

Once the person fills out their information we now go into the second half which
is the Ultimate Conversion Machine.
The first part of all of
That's when you send them the shock-and-awe
this is to generate a
box, that's when you follow up with email, that's lead.
when you follow up with direct mail - to the
people who have already raised their hand.

Then, in addition to that; after you do the three-letter sequence and after you do
the follow-up emails, let's say that your prospect has not yet taken your offer.

Then we're going to give you 12 monthly newsletters, a newsletter to send

every single month as a follow up. Again, we're going to give you the templates,
show you how to fill it out; it's very, very simple.

That's the entire system in a nutshell. It may seem complicated to you but, if you
just take it step-by-step with us over the eight-week period, you'll see exactly
how easy it is.

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KNOWING WHO TO SELL TO AND WHAT TO SELL THEM

Let's talk now about what's happening in today's session.

In today's session you're going to discover who is your ideal customer, who is
your ideal client, who is your ideal patient?

Then you want to talk about what is the transformation that they'll experience
from investing in your product or service?

What is the major outcome that they're going to get?

Of course, that major outcome, that major transformation is what your

customer, your client or your patient dearly wants and you're going to discover
what they want in this session.

You have to know

Then the third piece to this puzzle in session
what the ultimate
number one is what is your ultimate offer? What
offer is then build
is the end game? What are you trying to
everything
ultimately sell your prospect? backwards to
support that.
Now remember the first thing you're trying to
sell your prospect on is to generate the lead, is to
get their information so you can send them the shock-and -awe box.

That's the first sale but, when I talk about the ultimate offer, I'm talking about
what is the end game, what is the first major thing - not necessarily the final
thing - you want to sell this new lead?

The reason we're doing that now and not in a later session - what's the ultimate
thing that you should be selling - is because, in order to build the materials that
are in the shock-and-awe box, and then in order to build the lead generation
materials that get people to request the shock-and-awe box, you have to do it
backwards.

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You have to know what the ultimate offer is, what the end game is for you and
then you build everything backwards to support the sale of that ultimate offer.

Most people do this the wrong way. Most people start thinking about, "Oh, I've
got to generate more leads. I need more leads."

The way that they're generating the leads, they're not getting their ultimate
prospect, their ultimate lead in because they haven't thought about all of this.

At some point in that process, if you don't begin - as the late Stephen Covey said
- with the end in mind, there's going to be a breakdown.

The way that we build all of this is to know what our end game is and then build
all the pieces so it naturally and powerfully leads to the end game.

It is mission critical, this session is mission critical to everything else. You have
to think through this.

In all of the exercises we're giving you, write Ifyou don't begin
down your answers to these questions - because with the end in mind,
there's going to be a
everything else that we're going to do in this
breakdown.
series is based upon what's happening today.

You can go back and you can refine it and you can make it better but get it done.

Remember that good enough is good enough.

You don't have to make it perfect, you just have to get it done but you have to
really think through all of this.

WHO IS YOUR CUSTOMER?

All right, let's talk about who is your customer. Now, I'm not going to keep
saying "customer, client or patient." If you've got customers, you've got clients
or you've got patients, we're just going to use the word "customer" for
simplicity's sake.

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Who exactly is your best customer? You want to be as specific as possible. Now,
if you're already in business, you know that there are some customers you have
that are better than other customers.

I want you to write down all the commonalities of your best customers.

DEMOGRAPHIC INFORMATION

What is their demographic information?

• Do they fall within a certain age range?

• Is there a gender bias - are they mostly women or are they mostly men?

• Is there a location bias? Do they only come from about 15 miles away
from your business or do you have an international business?

• Is there an income level demographic? Are they making a minimum

amount of money?

You want to identify any demographic type of information, and you need to
write this down and put it in' a place where you'll be able to get at it easily.

PSYCHOGRAPHIC INFORMATION

The next step in the process is to identify what we call the psychographic
information.

The psychographic information is more about behavioral information.

The politics that they have, are they conservative, are they liberal? For example,
we know at GKIC, that our ideal customers are conservative. That doesn't mean
that we don't have any liberal customers or members; of course we do, but the
majority of our folks are conservative.

EMOTIONAL INFORMATION

The next piece of the puzzle is identifying their emotional information, their
hopes, their dreams, their fears, their pain. We're going to go over that in great
detail in just a moment.

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YOUR IDEAL CUSTOMER

Your first assignment of course is to write down all this information. Who is
your ideal customer?

Now, if you're already in business, simply look at who your best customers are
right now and find the commonality.

One of the other things that you want to do as far as psychographic information
goes is you want to find out what these people are reading - what magazines
they read, what radio stations they listen to, what websites they visit on a
regular basis - and write that down.

This is very important information because, if you have that information, you
then know how to reach them.

Now, a big question that always comes up is, "How do I get this information?"

If you're already in business, the easiest way to

do it is to simply ask for it. Survey your current Ifyou 're already in
customers and they will tell you. business the easiest
way to get this
If you are not in business and you are just getting information is to
in business, then you're going to have to make simply ask for it.
some assumptions based on this information.

Now, I don't want you to labor over this, I don't want you to get all stressed out
and struggle. Yes, I do need you to think it through but just do the best you can.
Do the best you can and that will be absolutely fine .

Your first assignment is to:

• Identify the demographic information

• Identify their psychographic information

• Identify their emotional information

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WHAT IS THEIR KEY PROBLEM?

Now, the next thing is you want to identify what their key problem is. To
identify what their key problem is, the solution that they're searching for and
the transformation that they desire, you need to fill in the blank here as if your
customer was speaking. Your customer is saying to you:

"If I could just ........... "

How are they finishing that sentence? How are they filling in the blank as it
relates to the product or service that you're selling? Let me give you some
examples so you can see what I'm talking about.

• If I could just get out of debt once and for

all
Ifyou know that, it
• If I could just hit the golf ball 300 yards
gives you
tremendous leverage
down the fairway
and allows you to
• If I could just create a realistic plan to construct an offer
retire at age 55 that is almost
irresistible.
• If I could just end this nagging back pain

• If I could just lose weight and keep it off

• If I could just quit my job and do what I really love.

How does your prospect finish that sentence? If you know that, that gives you
tremendous leverage and it allows you to construct an offer that is almost
irresistible to your prospect.

It also allows you to create lead generation materials that make your prospect
raise their hand and say, "I want more information."

So, how does your ideal prospect, your ideal customer finish that sentence
.
saymg: "If I cou ld Just
. .............. .. II

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ASSOCIATED CHALLENGES

The next thing is you want to name three to five associated challenges that
relate to what they just said.

For example let's use, "If I could just get out of debt..." The challenge that they're
having with that might be:

• "My income each month is too small."

• "I can't control my impulse buying."

• "I have no idea how to track what I spend."

• "Late fees and interest are killing me."

• "Every time I get a little bit ahead I'm hit

with another unexpected bill."
The conversion
What are the challenges - either real or imagined
process 1s a
transference of
- that your prospect feels are preventing them
emotion.
from getting what they want; from actually being
able to have "If I could just.. .. whatever it is."
What are their objections to it?

What are their challenges - again either whether they're real or whether they're
imagined, to them they're real if they're thinking them.

You need to write down three to five associated challenges, three beliefs that
your prospect has that they believe are holding them back from getting what
they desire.

IDENTIFY THE ULTIMATE TRANSFORMATION

Next you want to identify the ultimate transformation they long to achieve.

What is the ultimate transformation - in sensory detail - that they long to

achieve?

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Let's keep on the one talking about debt. For this person, the ultimate
transformation is:

"Every credit card is cut up. My savings account is growing like wildfire.
Paying bills is a breeze. Finally, I can rest easy knowing my finances are
totally under my control."

Do you see the difference between just filling in the blank, "If I could just ... "?

That's the thing that they want but it's not the ultimate transformation, it's not
the ultimate outcome that they desire.

You see, the ultimate outcome that they desire goes far deeper than that. So you
want to write down for your prospect what is the ultimate thing that they want.
It's an expansion of the sentence, "If I could just .... "

Here's another ultimate transformation. This is for a golfer:

"Every time I step up to the tee, I know that I'll split the fairway with the
longest drive of the group. It'll be a blast seeing every jaw drop after I
cream that ball."

Notice the sensory details. You want to write it with emotion; you want to write
it with the senses that they're going to experience, how they are going to feel.

Remember in sales, in converting a prospect to a customer, you need to invoke

emotion. Selling is a transference of emotion, the conversion process is a
transference of emotion.

You need to get them to see, feel, hear, taste, experience the transformation that
buying your product or service is going to provide for them.

Here's another one, for a woman:

"My husband will look at me with the same excitement and passion he had
back when we were first dating, because I look great in everything I wear."

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That's much more powerful than, "If I could just lose 10 pounds. If I could just
lose 20 pounds and get in shape."

You see we're going from the thing that they think they want to the real thing
that they want, to their reasons why.

Remember, at the very top of this, I talked about how you need to set a goal for
completing this program and you need to write
down your powerful reasons why. You need to get them
It's the same thing with your prospect.
to see, feel, hear,
taste, experience the
Customer First, Offer Second transformation.

Remember this and this is really important;

customer first, offer second.

If you answer these questions and you really sit down and you put it on paper,
you're going to know more about your customer that you can imagine.

You're going to know what they want and, because you know what they want
and desire, on a deeply emotional basis in some cases, you can create an offer
that's irresistible to them.

Why? Because it's the solution that they're searching for. It's the way for them to
get that ultimate transformation.

Most business owners never go this deep, they're selling only on the surface.

When you add this power into your material, you gain a tremendous ... truly an
unfair advantage over your competition.

Remember what we're talking about here is creating an offer, creating the
ultimate offer that gets your prospect specifically what they need, what they
want and what they desire.

So what is the definition of an ultimate irresistible offer?

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The definition is very simple, it is something so perfectly matched to solve your

customer's problem - and produce the ultimate transformation for them - that
it's practically irresistible.

Let's give you some examples of offers here and then we'll go through the
elements that create the ultimate offer.

Here's an example of an offer for a pizza place:

"Two pizzas with double cheese, 60 minutes, free delivery at half price if
you order within 48 hours."

That's an example of an offer. Here's another example of an offer, for a dentist:

"A seven-point oral consultation plus teeth cleaning for a $49 flat Jee with
no pain, guaranteed ifyou sign up before June 1st."

Now, these may not be the best offers by the way because we're just using these
as examples; but they do contain all of the different elements necessary in a
great offer. I'm going to bre3rk it down for you in just a second.

The next thing is for a hotel:

"Three days, two nights' accommodations plus two rounds of golf and four
drinks and two dinners for only $197 total ifyou reserve within the next 10
days."

Now, to someone who is looking to go out to Las Vegas or something, that's kind
of an irresistible offer.

By the way you might say, "There's no way that a hotel could create that. That's
ridiculous."

If you listen to our flagship product Magnetic Marketing, Dan Kennedy talks
about Bob Stupak, who was an entrepreneur, a casino owner in Las Vegas. He
created an offer very, very similar to this offer.

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So you want to think about how you can create an offer that is irresistible.

Now, here's what's really, really important...

As you describe your offer in your sales materials ... your offer by the way is
going to be in your micro sales letter. When the shock-and-a we box is sent,
there's going to be a whole bunch of stuff in there but it's all going to lead to the
sale of whatever your ultimate offer is.

Whenever you're talking about the ultimate offer, whether it's on the CD that
you're going to create, whether it's in the special report that's going to be
created from the CD or whether it's in the micro sales letter which actually sells
the offer, you need to be talking almost all of the time about the outcome, the
benefits to your customer.

What matters to them is the transformati on, the outcome that they're going to
experience. That's what they want.
What matters to
What most business owners do when they create them is the
an offer is they talk about themselves and they transformation, the
talk about the components of the offer, never outcome that they're
relating the components to the transformati on, going to experience.
to the outcome, that the prospect wants and
therefore they have difficulty in the conversion process.

You want your offer to fill in every gap your target customer wants or needs as
it relates to the product or service that you are selling.

CREATING YOUR IRRESISTIBLE OFFER

Now, let's get into details about how to create your offer and I'm going to say it
again because this is so important.

What we're talking about here is the ultimate thing that you want to sell your
prospect. Now, I do need to do a little clarification here ...

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Because let's say that you're not going to be selling a product immediately from
the shock-and-awe box.

Let's say, for example, you're a financial adviser and you're going to be selling
people on coming in for an initial consultation. Your ultimate offer for the shock-
and-awe package would be to get people to come in for the initial consultation.
It wouldn't be the final financial plan that you're going to sell them.

Now, you should absolutely know what the ultimate, ultimate offer is. In this
case, it would be to sell them a financial plan. You also need to know what the
next step in the sales process is after someone receives your shock-and-awe
box, after they receive your material.

What do you want them to do next?

In some cases, it may be to go to a website and buy your product but, in other
cases, what you may want them to do next - after they receive this information
that they requested - is to call to make an
appointment; it may be to come into your store You need to know
what the next step in
and meet with you personally, whatever it is.
the sales process is
You need to know what the ultimate, ultimate after someone
outcome is - meaning what's the thing you really receives your shock-
want to sell them. What's the end game to this? and-awe box.

You also need to know the ultimate outcome you

want to achieve after somebody receives your information that they requested.

So there's two things you're working with here. One is the ultimate thing and,
for some of you, the ultimate outcome may be to sell your product or sell your
service immediately. For others the ultimate outcome after someone receives
the material may be to do an initial consultation.

Whatever it is, you need to know both of those.

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Let's talk about how you create these offers.

What you'll be promoting is a specific combination of features plus benefits plus

scarcity, if possible, and a guarantee that is precisely matched to who your slam
dunk customer is, who your ideal customer is.

That's what this is all about. That's why we started with the customer because
now, once you go through these exercises, you're going to know what the
customer really wants.

DEFINE YOUR OFFER'S (ORE FEATURES

Let's take these through step by step. The first thing is what are the core
features of your offer? You want to list them all.

If, for example, it's a five-week coaching program, you want to tell the key points
that are going to be covered each week.

If you noticed, at the very beginning of this session, I went through what we're
going to do each of the eight weeks. I told you what you're going to learn and
what you're going to do. I told you about all the templates that you were going
to get.

Those are all features, those aren't benefits; that's just the stuff that you're going
to get.

If it's a software application, you're going to talk about the core things that it
does.

If it is an initial consultation, you're going to talk about what happens at that

initial consultation. Those are the core features.

"You're going to get an hour-long consultation, it's going to be in my office.

When you walk out, you're going to have a 10-point checklist about what
you need to do to retire early. It's going to be a customized plan."

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I'm just making the stuff off the top of my head but I think you understand what
I'm saying.

Remember what we're working on here is whatever the core offer is that you
are selling after someone requests the information from you, after they get the
shock-and-awe box.

What is the next step in the process?

If it's to buy your product or service, you're going to list down all the core
features.

If it's to make a consultation, either over the phone or in person, or if you're not
going for the immediate sale where money is being exchanged, then you're
going to write down all the core features of that.

STATE THE BENEFITS FOR EACH FEATURE

So you write down all the core features. The

next thing after that is you write down the Even some of the
benefits for each feature. most sophisticated
members don't get
Now again, so many people mess this up and it is
the difference
fundamental and everyone says, "Oh, I know the between benefits
difference between features and benefits." But, and features.
with the materials that we review at GKIC, we
know that even some of the most sophisticated of our members don't get this.

Basically you've got your component and then you tell your prospect why that
component matters to them.

So you've got all the components that you just listed, now you've got to take
those components and you need to add to it so that it tells the prospect the
benefits of each component.

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I was once told, when I first got into sales at a radio station, by this great
saleswoman Sue Lloyd, "Whenever you say a statement about a component, a
statement about a feature, you want to add the phrase 'which means to you'."

This car is equipped with an airbag, which means to you that, if you are
ever in an accident,you and your loved ones will be safe.

Now, you don't necessarily write or say "which means to you," after every core
feature but that's what you want to be thinking. That allows you to think if you
have in your mind that, "Okay, here's the core feature. Here's the component.
What does that do for them?"

"Okay, Mr. Prospect we've got this which means to you that this is going to
happen."

These benefits should correlate to overcoming the three to five challenges

you've already identified.

Remember a little bit earlier... I want to make The benefits should

sure you get this ... a little bit earlier we talked
correlate to
overcoming the
about the challenges that they are focused on.
three to five
These are the things that they believe are making
challenges you've
them not have what they want, that are already identified.
preventing them from getting what they want.

Each of these benefits should overcome one of those challenges.

Let me give you an example of what I'm talking about here. If we go back to the
getting out of debt example, one of the points was, "I have no idea how to track
what I spend."

"Ms. Prospect, when you come in for our initial consultation, we 're going to
give you a very, very simple form which is going to allow you to track
exactly what you spend. It's so simple to fill out and it will help you gain
control over your finances."

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"Mr. Prospect, when you engage us to help with your credit, we're going to
make sure that these late fees are taken away. We're going to make these
late fees disappear because we work with lenders and this is what we do.
You'll no longer have late fees because we know that late fees and interest
are killing you and stopping you from getting ahead."

So you go back to the challenges that the people have and the benefits should be
the solution to those challenges that they have.

Again, you list the core features, the components, you then list the benefits of
those components and those benefits should answer the objections, the
challenges that your prospect believes that they have.

LIST THE BONUSES AND THE ASSOCIATED BENEFITS

The next thing is you want to list any bonuses and their associated benefits.

Bonuses are very powerful and you may say, "Well, wait a minute Dave, I'm in a
business where I can't offer bonuses. I don't see how that works. Sure if I'm an
information marketer I can offer different
bonuses but I'm a lawyer, I can't offer bonuses." Sophisticated and
successful people
The easiest thing to do with any of this stuff and immediately think,
the thing that requires the least amount of "How can I make this
intelligence - in fact, it requires no intelligence - work for me?"
is to immediately think, "Well, this won't work
for me because my business is different."

The truth is your business is not different. What sophisticated and successful
people do, what our most successful people do when they hear ideas, is they
don't think, "Well, this won't work for me because my business is different."

They immediately think, "How can I make this work for me?"

Let's use the lawyer example. I actually had a private client who paid me an
enormous sum of money and she was an estate planning attorney.

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We created an offer which was to come into her office for an initial Family
Wealth Planning Session, that's what we called it.

We gave it a really cool name by the way. It wasn't just an initial consultation, it
was a "Family Wealth Planning Session."

We're going to get to giving your offer a cool name because it really makes a
difference.

Basically the Family Wealth Planning Session was nothing more than a free
initial consultation, it just had a fancier name to it.

As part of this, we had a Valentine's Day promotion that, if you came in anytime
of the month of February with your spouse or significant other, after the wealth
planning session, we would give you a certificate for a romantic dinner for two
at a local restaurant. That was the bonus.

A restaurant could use, "Come in and you're going to get a glass of champagne
each and an amazing appetizer as a bonus."

Just open your mind to what the bonuses could be. The bonuses should
complement the core offer.
The bonuses should
Remember why the bonus is important ... and
complement the
again the bonuses can also relate to those core offer.
challenges that we talked about earlier.

Going back to the reason, "My income each month is too small," let's say you
were selling a course that had CDs in it and videos and things like that.

One of the bonuses that you could have ... you can make a free report as a bonus
and then the free report's title is, "A Simple Way You Can Make $1,000 a Month
Extra in Your Spare Time." That would be a related bonus report.

Again, it helps solve the problem.

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So you write down the bonuses and then the benefits of those bonuses to your
customer.

IDENTIFY THE FINAL PRICING

Next up is identifying the pricing. This is the total value of your offer.

By now, this should make the price you set seem like it's a no brainer.

Even, by the way, if you're giving an initial consultation, you want to give it a
value. You want to give the package a value. You don't want to make it so
outrageous that it seems unbelievable or it seems like B.S.

You want to make it believable but the value is not the price.

The value is what it is worth and then you drop it down to what the final price
is.

• Number one you describe the value.

• Number two you then drop it down to what the price is.

"The value of this consultation is $597 but you get it free. It's complimentary to
you."

''The value of our "Get Out of Debt Quick Kit" is $3,495 but, by acting now,
before the deadline stamped in red on the order form, you 're going to get it for
just $997."

The value is what you say it is, you then drop it down to what the price of the
offer is, even if it's free.

Remember, even if the next step in the sales process - after somebody raises
their hand and says, "I want more information" - is to get them to come in to an
initial consultation, you still need to give that initial consultation a value.

You then describe the payment options, is there going to be a two-pay, is there
going to be a three-pay, is there going to be a discount if somebody pays in full?

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How can they pay? Can they pay by check, can they pay by PayPal? How does it
work? Do you take credit cards? That's very, very simple.

Again, step four is you identify the pricing. You give what the total value is - the
value is what you say it is - you then drop it down to what the actual price is and
then you give the payment options.

ID ENTIFY WHAT IS DRIVING URGENCY

Now that you've got all of that, step five in this process is you want to have some
kind of urgency. You want to get your prospect to act now.

Remember this is the conversion piece to the puzzle, they've requested the
information, you've sent them the information; now they're going through the
material, they're going through the micro sales letter or they're reading the
book, they're reading the report, they're
You want to do
listening to the CD. How do we get them to act
everything that you
now?
can to get the
In some cases, your prospect isn't going to act prospect to become a
now because they're not ready to buy yet but customer as quickly
as you possibly can.
you want to do everything that you can to get the
prospect to become a customer as quickly as you
possibly can.

Now, there are a number of ways to do this.

Number one is with a limited time window of availability, "This is only available
in the month of February for Valentine's Day."

Another way is limits on the number available, I actually did that in that offer
that we just talked about for the lawyer. We had it only available in the month of
February, the month of Valentine's Day, or until the first 10 Family Wealth
Planning Sessions are taken up, "I only have 10 slots available to do these
complimentary Family Wealth Planning Sessions."

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Another way to drive urgency is to limit the bonuses. You can say this bonus is
only available for the first 20 people who get my "Get Out of Debt Fast and
Forever" kit. "These bonuses are only available for the first 50 people who act
now."

What can you do to drive urgency?

What can we get for people to request information and get it now?

Remember it doesn't matter if you're actually selling the product or service

right from the materials that you send to the people after they request it, or if
the next step of the sales process is offering something free, you want to get
them to act immediately.

DEFINE THE GUARANTEE

The next thing is to define a guarantee. Remember these are all elements that
you're putting together in the ultimate offer. You want to make sure that you
have a guarantee and you want to make sure that it's clear and it's easy to
understand.

The best guarantees are those that seem to take Make sure that you
have a guarantee
away all the risk on the part of the buyer.
and make sure that
In any transaction there is a risk; if you can it's clear.
assume most of that risk, then the sale, the
conversion process from prospect to customer / client / patient, becomes even
easier.

Even if you're offering a free consultation you can guarantee that:

"/ guarantee that this consultation will be one of the most valuable that
you ever have. If not, then not only this consultation is free, [not only is the
dinner free] but I'll also donate $100 to a charity in your name."

There's always something that you can guarantee.

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Now whenever I talk about guarantees and things like that there are people that
say, "I can't guarantee what I offer." For example 'Tm a doctor, I can't guarantee
that I'm going to make my patients better."

No, obviously you can't make that guarantee. However, you can guarantee that,
if the appointment is at 9:00, that you're going to get in at 9:00 and not have to
wait.

My doctor actually guarantees that, it's one of the main reasons I go to him.

Think about how you can guarantee, even if you can't guarantee the overall
outcome, because sometimes that is impossible.

What can you guarantee that removes all of the risk or at least some of the risk
from your prospects? So think about your guarantee.

TELL THEM EXACTLY WHAT TO Do - CALL TO ACTION

Step number seven is to identify the call to action or what we call the CTA

This is where most people wimp out with this stuff.

They wimp out at this point. They've made a great offer, they've made a great
price structure, the people want it and then they wimp out, they don't tell the
prospect specifically what they want them to do.

Remember your prospect has requested information so you know that they're
interested.

Now, they've gone through the material that they requested, that you sent them.
Right now they're all hyped up, they want what you have; but you've got to tell
them specifically how they can get it.

What do they need to do to accept your offer? You want to be precise; you want
to be clear, you want to be specific.

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If you want them to call, you tell them, "Go pick up the phone right now and dial
these numbers." Tell them exactly what you want them to do.

If you want them to go to a website to buy, you say, "Go right now to
www.buynow.com." You tell them exactly what you want them to do.

Do not be ambiguous, be powerful.

Now, as an aside, it's really important that you test any action that you tell your
prospect to do.

• If you tell them to go call this number, actually look at what you've
written down and dial the number that you see written down.

• If you tell them to send in a letter or a form through the mail make sure
the address is right.

• If you tell them to go to a website address make sure it's working.

Make sure all of the pieces are working because there is nothing worse than
doing a marketing campaign and having, for
example, the wrong phone number in it. Tell them exactly
what you want them
I once did a marketing campaign where I sent to do.
out 7,000 lead generation post cards and I had
people call a toll-free recorded message to get more information to request a
free package of information, a free shock-and-awe box.

Guess what, I got a big response from it, I got a really big response from it.

The only problem was I put in the wrong phone number.

How do I know I got a big response? Because the guy's phone number who it
was, was not happy at all with me.

Honestly check through, make sure that all your calls to action are correct and
that everything is working beautifully.

© 2014 GKIC www.gkic.com Page 35

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ULTIMATE MARKETING MACHINE

GIVE YOUR OFFER A HOT TITLE

The final piece to the puzzle is to give your offer a cool name.

I gave you a perfect example, instead of calling it an initial consultation you just
name it something. For the lawyer it was a Family Wealth Planning Session.

Again, it seems to add a level of value to it. Don't overthink this, just come up
with a title, a name, a cool name for the thing that you're giving away. That's all
it is.

Let's use another one, a restaurant, the "Evening of Romance Package" would be
a great name rather than "Come in for a discounted dinner with wine and an
appetizer."

Just brainstorm 7 - 10 different cool names, cool titles for the thing that you're
selling.

Simply let them sit for a couple of days and then go back to them and just pick
the one you want.

Don't overdo it.

Here are some examples of cool names I'm going to give you:

• Family Wealth Planning Session

• Proven Back Pain Formula

• Sure-Fire "Hit It Long and Straight" Toolkit

• Ultimate Kitchen Remodel Package

• Irresistible Romance Resuscitation Offer

• Money-Saving "Fiscal Cliff' Rescue System

• Fast Acting Job Loss Recovery Bundle

© 2014 GKIC www.gkic.com Page 36

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ULTIMATE MARKETING MACHINE

When you download the notes, you'll see them all in there. These are templates;
just fill in the blanks here.

As another simple assignment, simply go through these and fill in the blanks, as
many as you can.

• Proven what?

• Sure-Fire what?

• Ultimate what?

• Irresistible what?

Just do it. Don't get hung up on this, this is really simple stuff and remember -
I'm going to say it again - good enough is good enough.

You just have to get it done because just getting it done will put you light years
ahead of your competitors, ahead of your
competitors who are complaining that there's no
Just getting it done
will putyou light
business, that business is tough.
years ahead ofyour
Your business can be thriving, your business can competitors.
be rocking and rolling.

You can have more money coming in and you can have more freedom but you've
got to do these exercises to the best of your ability. That's all you need to do.

NEXT SESSION

In our next session we're going to be talking about the core tools of your Lead
Generation Machine and giving you a whole slew of templates and tools that you
can take and you can use and you can fill out.

For right now, it is mission critical that you go through your notes and you do all
the exercises that I've given you here. Take the time.

© 2014 GKIC www.gkic.com Page 37

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ULTIMATE MARKETING MACHINE

Also remember please set your goals, set the goal to complete this program.
Write down all the reasons why. Block off time on your calendar to not only go
through the program but also block off time to actually implement the program,
to actually work on this program.

Eight weeks from right now, if you do this, you're going to have something
powerful, something that you're going to be able to use for years and years to
come.

Now it's the time for you to start getting to work on The Ultimate Marketing
Machine. I look forward to talking to you in the next session.

© 2014GKIC www.gkic.com Page 38

 www.getwsodownload.com 9/10/2014

Session 1:
"Knowing Who To Sell To and
What To Sell Them"

GKt<!:

Welcome to
"The Ultimate Marketing Machine"
• Why This Was a Great Decision
• Not MORE Info, MORE Action!
• Result: The TRANSFORMATION of Your
Business
• Engineered Week-by-Week For Speed,
Simplicity, & Execution

What You Get Each Week

• Online Resource Site for Easy Access

• Webinars, Audios, Transcriptions
• Action Guide Laying Out Key Next Steps
• Templates and Tools Associated with Each Session
• PLUS: Printed Versions of EVERYTHING You Need

EXACTLY WHAT YOU NEED FOR MASSIVE ACTION &

POWERFUL RESULTS!

1.
 www.getwsodownload.com 9/10/2014

What We'll Cover Week by Week ...

• Session 1: Your Customer and What to Sell
Them ... Customer, their Transformation, & your
Offer.
• Session 2: Core Tools of Your Lead Generation
Machine ... Business Card, Postcard, Free Standing
Insert, & Landing Page
• Session 3: Powerful Sales Copy ... and two more
tools, including your micro-salesletter
• Session 4: Creating A.C.E. with Audio ... creating
your lead gen magnet with audio.

What We'll Cover Week by Week ...

• Session 5: Creating A.C.E. with your own

Book ... how to create a book FAST!
• Session 6: Killer Follow Up Campaign ... a 3-
step plan that will rock.
• Session 7: Creating Leads with Facebook .. . Hot
strategies for generating traffic
• Session 8: Staying Top of Mind ... using
newsletters and more.

Other Cool Stuff

• (2) Copy Critiques: Provide to our copy team

for a review of your campaign materials.
• Shock & Awe Critique: Send us a copy of your
Shock & Awe box for professional review.
• Mid-Term Checkup: 30 Minute Private Call
with GKIC Business Growth Advisor to go over
your Offer, Campaign elements, Concerns, etc.

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 www.getwsodownload.com 9/10/2014

Let's Start Building Your Machine!

~
!«l"'l•Gl-t:rj
-·-1

, ___
l
~~~
--
, L.r--]r-·1r]
L.JL__

_..,_~---
r::-':l~r-"7 □ :--ir::--:ir-i

Today's Session ...

• Who is Your Customer?

• What is the Transformation They'll Experience?
• What is Your ULTIMATE Offer?

IMPORTANT; You will need to think through what

we cover today and provide YOUR answers to
these critical questions - they will be key to the
work you do later on!

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 www.getwsodownload.com 9/10/2014

First: Who is Your Customer?

• Who exactly is the customer? Be as specific as

possible.
• Identify Demographic Information - age,
gender, location, income ...
• Identify Psychographic Information - politics,
religion, values, hobbies, interests ...
• Identify Emotional Information - hopes,
dreams, fears, and pain .

What is their KEY Problem?

• "If I could just _ _ _ _ _ _ "

GKIC!:

"If I Could Just ... "

... get out of debt once and for all.

... hit the golf ball 300 yards down the fairway.
... create a realistic plan to retire at 55 .
... end this nagging back pain .
... lose the weight and keep it off.
... quit my job and do what I really love.

GKt@:

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Name 3-5 Associated Challenges

"If I could just get out of debt..."

• My income each month is too small.
• I can't control my impulse buying.
• I have no idea how to track what I spend.
• Late fees and interest are killing me.
• Every time I get a little ahead I'm hit with
another unexpected bill.

Identify the Ultimate Transformation

They Long to Achieve

GK!<!:

Ultimate Transformations ...

• "Every credit card is cut up, my savings

account is growing like wildfire, paying the
bills is a breeze - finally, I can rest easy
knowing my finances are totally under MY
control."

GK!@:

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 www.getwsodownload.com 9/10/2014

Ultimate Transformations ...

• "Every time I step up to the tee, I KNOW that

I'll split the fairway with the longest drive of
the group ... it'll be a blast seeing every jaw
drop after I cream that ball."

GKl@

Ultimate Transformations ...

• "My husband will look at me with the same

excitement and passion he had back when we
were first dating, because I look GREAT in
every thing I wear!"

Customer First, Offer Second

• Now that you know your customer and what

they want, you can create the perfect offer for
them .
• It's "IRRESISTIBLE" because it provides the
perfect solution to help your target customer
achieve their desired Ultimate Transformation.
• This is your ULTIMATE Offer -which is what
you'll sell at the end of all of this.

GKt@

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 www.getwsodownload.com 9/10/2014

Your Irresistible, Ultimate Offer

• Something SO perfectly matched to solve their

problem and produce that ULTIMATE
TRANSFORMATION that it's practically
IMPOSSIBLE to resist.

Offer Examples

• For a Pizza joint: TWO PIZZAS+ DOUBLE

CHEESE+ 60 MIN FREE DELIVERY+ AT HALF
PRICE+ ORDER WITHIN 48 HOURS.

GK[@

Offer Examples

• For a Dentist: 7 POINT ORAL CONSULTATION +

TEETH CLEANING+ $49 FLAT FEE+ NO PAIN
GUARANTEED+ SIGN UP BEFORE JUNE l51.

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 www.getwsodownload.com 9/10/2014

Offer Examples

• For a Hotel: 3-NIGHT/2 DAY ACCOMODATIONS

+ 2 ROUNDS GOLF+ 4 DRINKS/ 2 DINNERS+
$197 TOTAL+ RESERVE IN 10 DAYS.

CRITICAL. ..

• As you describe your OFFER in your Sales

Materials you need to focus 90% on the
outcome your customers will experience.
• What matters most is the transformation they
will experience.
• Your OFFER Fills In Every Gap Your
Target Customers Need

How To Create Your Offer

GKI~

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 www.getwsodownload.com 9/10/2014

Here's What You Need

• What you'll be promoting is a specific

combination of features+ benefits+ scarcity
+ guarantee that's precisely matched to your
target SLAM-DUNK customer.

1- What Are Its Core Features?

• List them all.

• If it's a five week coaching program, tell us the
key points covered each week.
• If it's a software application, tell us the core
things that it does.

2 - State the Benefits for Each Feature

• Basically, tell the prospect why this

component matters to them.
• A useful phrase to consider when
doing this is " ... which means to
you ... " and then describe exactly
what it means to them.
• These should correlate to
overcoming the 3-5 Key Challenges
you've already identified.
GKt@:

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3 - List Bonuses and Their

Associated Benefits
• Bonuses should complement the core offer
• Don't forget to include WHY they matter.
• Bonuses should also relate to the 3-5 Key
Challenges.

4 - Identify Final Pricing

• The total VALUE of your Offer by now should

make the price you set seem like a no-brainer.
• Describe Payment Options like 2-Pay or 3-Pay
or Discounts for Pay-in-Full.

GKI~

5 - What is Driving URGENCY?

• You must make prospects ACT NOW!

• Limited time window of availability?
• Limits on NUMBER available?
• Limits on the bonuses?

GK!<!:

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6 - Define the Guarantee

• Make sure this is 100% clear and easy to

understand.
• The best guarantees are those that seem to
take away ALL risk on the part of the buyer.

GKl(!:

7 - Identify Your Call To Action (CTA)

• Don't mess this up. Give precise and clear

instructions on exactly what it is you want the
prospect to do in order to ACCEPT THE OFFER.
• You want to be as clear, precise, and specific
as you can be.
• IMPORTANT: Make SURE you test any and ALL
actions (contact, order, etc.) you recommend
yourself to make certain they work flawlessly.

GKI(!:

8 - Give Your Offer a Cool Name

• You want a catchy, benefit-oriented name

that stands out and screams "Pay
Attention!"
• Brainstorm at least 7-10 different titles.
• Let them sit a couple days. Then come
back and pick the one you like best.

GKf(!:

11
 www.getwsodownload.com 9/10/2014

Cool Name Examples

• Proven Back Pain Formula
• Sure-Fire "Hit It Long and Straight" Toolkit
• Ultimate Kitchen Remodel Package
• Irresistible Romance Resuscitation Offer
• Money-Saving "Fiscal Cliff" Rescue System
• Fast Acting Job Loss Recovery Bundle
• Advanced Retirement Acceleration Program
• Forbidden Hair Recovery Formula
• Unbelievable Work-Life-Balance Restoration
Weekend Deal

Next Time: "The Core Tools of Your

Lead Generation Machine"

12
 www.getwsodownload.com

"Knowing
Who To Sell
To and What
To Sell Them''
Important: The Parts of Your Machine Are Designed to Work Together
• Every element, every template, every step has been carefully designed to work together.
• All you need to do is fill in the blanks with YOUR key information and it will be ready to roll.

First: Who is Your TARGET CUSTOMER?

• Who exactly is the customer? Be as specific as possible.
• Identify Demographic Information - age, gender, location, income ...
• Identify Psychographic Information - politics, religion, values, hobbies, interests ...
• Identify Emotional Information - hopes, dreams, fears, and pain.

What is Their KEY PROBLEM?

• Answer the statement from their point of view: "If I could just _ _ _ _"
o ... get out of debt once and for all.
o ... hit the golf ball 300 yards down the fairway.
o ... create a realistic plan to retire at 55 .
o ... end this nagging back pain.
o ... lose the weight and keep it off.
o ... quit my job and do what I really love.

Name 3-5 ASSOCIATED CHALLENGES

• What are the challenges that are associated with that KEY problem?
• "If I could just get out of debt ... "
o My income each month is too small.
o I can't control my impulse buying.
o I have no idea how to track what I spend.
o Late fees and interest are killing me.
o Every time I get a little ahead I'm hit with another unexpected bill.

1:\/S:JFR'S C RCLF.
 www.getwsodownload.com

Identify the ULTIMATE TRANSFORMATION Your Customer Wants To Achieve

• Here's the major transformation your solution will provide.
• This MUST be tied directly to the KEY PROBLEM the customer wants solved.
• Knowing this will give you the core hook for ALL of your marketing materials - both for lead
generation and to close the sale.
• Examples:
o "Every credit card is cut up, my savings account is growing like wildfire, paying the bills is
a breeze - finally, I can rest easy knowing my finances are totally under MY control."
o "Every time I step up to the tee, I KNOW that I'll split the fairway with the longest drive
of the group ... it'll be a blast seeing every jaw drop after I cream that ball."
o "My husband will look at me with the same excitement and passion he had back when
we were first dating, because I look GREAT in everything I wear!"

Create Your Irresistible OFFER

• What you'll be promoting is a specific combination of features+ benefits+ urgency+ guarantee
that's precisely matched to your target SLAM-DUNK customer.
• A something SO perfectly matched to solve their problem and produce that ULTIMATE
TRANSFORMATION that it's practically IMPOSSIBLE to resist.
• Examples:
o For a Pizza joint: TWO PIZZAS+ DOUBLE CHEESE+ 60 MIN FREE DELIVERY+ AT HALF
PRICE+ ORDER WITHIN 48 HOURS.
o For a Dentist: 7 POINT ORAL CONSULTATION+ TEETH CLEANING+ $49 FLAT FEE+ NO
5
PAIN GUARANTEED '+ SIGN UP BEFORE JUNE 1 \

o For a Hotel: 3-NIGHT/2 DAY ACCOMODATIONS + 2 ROUNDS GOLF+ 4 DRINKS/ 2

DINNERS+ $197 TOTAL+ RESERVE IN 10 DAYS.
• As you describe your OFFER in your Sales Materials you need to focus 90% on the
transformation they will experience .

Give Your Offer a HOT TITLE

• You want a catchy, benefit-oriented name that stands out and screams "Pay Attention!"
• Brainstorm at least 7-10 different titles.
• Let them sit a coup le days. Then come back and pick the one you like best.

Define Your Offer's CORE FEATURES

• List them all.
• Note: Later on, you'll see that the Features provide the ammo for the "Must Haves" in your
Lead Generation Content.
 www.getwsodownload.com

State the BENEFITS for Each Feature

• Tell the prospect why this component matters to them.
• A useful phrase to consider when doing this is " ... which means to you ... " and then describe
exactly what it means to them.
• These should correlate to overcoming the 3-5 Key Challenges you've already identified.

List the BONUSES and Their Associated Benefits

• Bonuses are very important. In an ideal scenario you want the bonuses to add up to be more
than the price of the actual product.
• Bonuses should complement the core offer
• Don't forget to include WHY they matter.
• Bonuses should also relate to the 3-5 Key Challenges.

Identify the Final PRICING

• The total VALUE of your Offer by now should make the price you set seem like a no-brainer.
• Describe Payment Options like 2-Pay or 3-Pay or Discounts for Pay-in-Full.

Identify What is Driving URGENCY

• Urgency is really important. You've got to get people to act now!
• Limited time window of availability? Is there a Deadline?
• Limits on NUMBER available - Scarcity?
• Limits on the Bonuses?

Define the GUARANTEE

• It's important for you to have some type of guarantee because in any transaction there's going
to be risk.
• The more risk you can assume yourself, the easier it is for you to make the sale and the easier it
is for your audience member to decide to go ahead.
• So you want to take all of the risk on or as much of the risk on as you can possibly have.

Tell Them Exactly What To Do - CALL TO ACTION (CTA)

• Don't mess this up. Give precise and clear instructions on exactly what it is you want the
prospect to do in order to ACCEPT THE OFFER.
• You want to be as clear, precise, and specific as you can be.
• IMPORTANT: Make SURE you test any and ALL actions (contact, order, etc.) you recommend
yourself to make certain they work flawlessly.